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Purpose statement:
The Campaign Planning Manager plays a critical role in supporting the Head of Consumer Experience in defining and executing the consumer experience strategy for GTR. This role is responsible for the high level management, strategy and development of all FMC & Vapour brand-building campaigns across key global travel retail locations, ensuring alignment with the strategic goals of driving growth in awareness, trials, and consumer acquisition.
Working closely with the Head of Consumer Experience, the Campaign Planning Manager will help shape and deliver campaigns that showcase GTR’s role as a key Accelerator to a Smokeless World, leveraging the multi-category exposure and unique platform GTR offers.
The role focuses on creating campaign toolkits and consumer journeys that optimise relevant consumer facing touchpoints, ensuring that campaigns deliver a seamless, best-in-class consumer experience, through brand activations that bring the smoke-free future to life through innovative, engaging, and impactful campaigns.
Key Accountabilities:
Operational/Professional/Business:
- Create the GTR Consumer Experience Strategy for FMC &Vapour
- Responsible for all the development of FMC &Vapour brand campaigns including (but not limited to) Pop Up Stores, HPP’s, OOH Campaigns, Digital Touchpoints, and Partnership Activation for GTR globally
- Responsible for the FY FMC &Vapour Campaign plan and engagement between Category, CX and Trade teams
- Lead campaign concepts formulation and activity scope & holistic campaign plan
- Support the Head of CX to create a GTR Multicategory showcasing strategy
- Lead business case process for all FMC &Vapour campaigns – ensuring KPI’s are integral part of BC process and tracking to drive future ROI
- Ensure clear line of sight objectives meeting company Focus & SLA.
- Amplify New Category “Smokeless World” vision to Duty Free industries stakeholders via integrated 360 campaign with other planned Trade and Brand activities in the ‘overall’ cycle plan.
- Provide clear brief to agency, brand, external engagement team to guide the creative process for the implementation of campaigns of key missiles and deliver to market publication.
- Systematically monitor and understand actual market experience & trends to identify opportunities.
- Work with relevant brand, Trade & Activation teams to ensure campaign results are measured via post evaluation and learnings captured and actioned in future campaigns.
- Own 360 activation by leading the coordination between GTR and Domestic Markets to deliver best in - class consumer experience
- Conduct the assessment of current brand activation capability in the field.
- Oversee robust plans to address identified gaps in brand activation capability.
- Become an integral part of the monthly cycle planning & briefing ensuring brand, trade & activation objectives are captured.
Management, Leadership & Relationships
- Drive understanding, two-way communication, and buy-in of travel retail activities & strategies with relevant internal business stakeholders.
- Collaborate closely with GTR cross functional team members to optimize business performance.
- Engagement and management of key creative and strategic agencies
- Ensure GTR governance and policies obligations are met.
II. Knowledge, Skills & Experience:
- University degree in Business, Business Information, or Marketing
- Demonstrable experience in Marketing & Trade related functions
- Creative brand management experience and agency management experience
- Strong project management skills and communication skills
- Ability to multitask
- Financial acumen
- Ability to influence stakeholders, both locally and remotely located, across geographies and time zones
- Written and spoken fluency in English (proficiency in another language is desirable not essential)
III. Key Success Factors:
- Improved brand activation capability.
- Campaign plans with clear line of sight objectives.
- Integrated Campaign & Category Cycle plans, driving operational harmony between Brand, Trade & BD teams.
- Rigorous measurement of campaigns.
- Campaigns achieving maximum ROI
WE ARE BAT
At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.
- Global Top Employer with 53,000 BAT people across more than 180 markets
- Brands sold in over 200 markets, made in 44 factories in 42 countries
- Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
- Diversity leader in the Financial Times and International Women’s Day Best Practice winner
- Seal Award winner – one of 50 most sustainable companies
BELONGING, ACHIEVING, TOGETHER
Collaboration, diversity and teamwork underpin everything we do here at BAT. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!